A data profile of the people who buy, follow and care about Fragrances in Australia — modelled from more than twelve digital signal sources. Fragrances has an estimated audience of 5,393,619 people in Australia.
The average Fragrances fan in Australia is 42.5 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Spotlight (software), Skin care, Myer, with strongest over-indexing on Spotlight (software) (1.84× the country average).
Demographically, the Fragrances audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Design Affinity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Fragrances fan in Australia is more female, around 42.5 years old, with strong Design Affinity tendencies and a notable affinity for Spotlight (software).
The key figures that characterise the Fragrances profile in Australia.
74.5% are female, 25.5% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 74.5% |
| Male | 25.5% |
| Average age | 42.5 |
| Estimated audience size | 5,393,619 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide Fragrances audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.2% |
| Brazil | 5.4% |
| Italy | 5.2% |
Where the Fragrances audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~500K | 1.08× | |
| 02 | Victoria | ~1.5M | 1.06× | |
| 03 | Northern Territory | ~50K | 1.06× | |
| 04 | Queensland | ~1.5M | 1.04× | |
| 05 | New South Wales | ~2M | 0.96× | |
| 06 | Western Australia | ~600K | 0.96× | |
| 07 | Australian Capital Territory | ~100K | 0.96× | |
| 08 | Tasmania | ~100K | 0.88× |
The strongest cross-interests of the Fragrances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Skin care | Beauty & Wellness | 1.95× | ||
| 02 | Harris Scarfe | Home & Garden | 1.88× | ||
| 03 | Adairs | Home & Garden | 1.87× | ||
| 04 | David Jones | Fashion & Accessoires | 1.85× | ||
| 05 | Boho-chic | Fashion & Accessoires | 1.85× | ||
| 06 | Spotlight (software) | Technology & Electronics | 1.84× | ||
| 07 | Children's clothing | Fashion & Accessoires | 1.83× | ||
| 08 | Natural product | Food & Beverages | 1.81× | ||
| 09 | Country Road | Fashion & Accessoires | 1.79× | ||
| 10 | Hair care | Beauty & Wellness | 1.79× | ||
| 11 | Personal care | Health | 1.75× | ||
| 12 | Skirt | Fashion & Accessoires | 1.72× | ||
| 13 | Cotton On | Fashion & Accessoires | 1.65× | ||
| 14 | Bedding | Home & Garden | 1.64× | ||
| 15 | Beauty salons | Beauty & Wellness | 1.62× | ||
| 16 | Boutiques | Fashion & Accessoires | 1.55× | ||
| 17 | Myer | Fashion & Accessoires | 1.52× | ||
| 18 | Target Corporation | Shopping | 1.52× | ||
| 19 | Handbags | Fashion & Accessoires | 1.51× | ||
| 20 | Dresses | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.41× | |
| Price Sensitivity | PREMIUM | 1.37× | |
| Creativity | OPEN | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.58× | |
| Risk Appetite | THRILL | 0.73× | |
| Need for Security | CONSERVATISM | 0.80× |
Fragrances has an estimated audience of 5,393,619 people in Australia, concentrated in New South Wales and Victoria.
74.5% of Fragrances fans are female, 25.5% are male, with an average age of 42.5 years.
Fragrances fans show strongest brand affinity for Spotlight (software) (1.84×), Skin care (1.95×), and Myer (1.52×) over the country average.
Fragrances fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~1.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Fragrances itself, the audience over-indexes on Skin care (1.95×), Myer (1.52×), Cotton On (1.65×), and Beauty salons (1.62×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Fragrances. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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